Identify & Prioritize High-Intent PPC Keywords with Factors

We know that running ads on Google can be challenging, especially with constantly changing ad policies and ever-growing competition. However, knowing exactly which PPC keywords your target audience is looking for can ensure efficient resource allocation and RoAS compared to broad, spray and pray tactics. This is where Factors comes in.

In this article, we discuss how Factors can help you find the right, high-intent PPC keywords. 

Why GA4 Alone is Not Enough

It’s important to note that Google Analytics isn't exactly built for B2B use cases. While GA4 does a decent job of aggregate digital metrics such as traffic and clicks, it offers limited firmographic or account-level reporting and engagement metrics

Additionally, GA4 struggles with account-level revenue attribution — providing limited visibility into the full-funnel influence of your ads. And that's just the tip of the iceberg.🧊

To find out more about GA4 limitations, check out Factors Vs. Google Analytics (GA4)

How does Factors help 

So, if not GA4, what’s the solution? You need a tool that goes beyond measuring ad clicks to help you identify high-fit, high-intent accounts engaging with your ads. 

Enter: Factors.ai. Here’s how you can use Factors data to find high-intent PPC keywords and improve your Google ads performance: 

Use Factors’ advance filters to see which prospects are searching for competitor keywords (ex. leadfeeder alternatives) and use case-related keywords (e.x., account intelligence). 

Qualify ICP Traffic by Keywords

Factors provides account-level insights into your keyword performance. It helps you identify qualified clicks (clicks from users that match your ICP) and “Percent of Qualified Clicks” (calculated as Qualified Clicks / Total Clicks). You can set up custom KPIs for ICP Traffic and find out the percentage of traffic from each keyword/ad group/campaign that meets your ICP criteria. 

For instance, while "Recruitment software" might receive loads of traffic, this traffic may be from companies that don't fit your ideal client profile. "Employee onboarding software" on the other hand, while resulting in fewer clicks, may attract a greater percent of ICP traffic, ultimately resulting in more pipeline and increased ROI. 

Marketers can also see how users interact with your website and the time it takes to fill out a form and sign up for a demo. If customers click on the “form fill” button but abandon the form, you’d have to create a shorter form. 

Further, you can look at attribution reports with conversion milestones such as MQLs (Demos), SQLs, Pipeline, and Revenue to measure ROAS more accurately. For instance, you might notice that “employee onboarding software” gets you more customers so you can create campaigns with similar keywords like “employee onboarding tool.” 

Once you identify keywords that work, you may reallocate budgets accordingly to optimize RoAS.

Plus, with Factors, you can provide feedback to Google at a click ID level too. This helps you train Google's algorithms to bid higher for the traffic that gets you positive results. When you have all this data, you can analyze how specific keywords perform to know whether to pause the campaign or double down on similar keywords. This way, you improve your Google ads ROI with data-driven insights rather than guesswork. 

Factors gives you visibility into which keyword brought each company to your paid search landing page. What’s more, you also get information on when existing customers and prospects in your pipeline are looking at competitors' solutions. If one of your customers is searching for your competitor, “xyz.io,” you can take action immediately and try to prevent customers from churning.

How to Use This Data 

Now that you know how your target customers interact with your ads, you can use this data to refine other sales and marketing initiatives. Here are 4 ways you can leverage Factors data:

1. Send personalized emails based on account intent signals: With Factors, you can see how prospects explore your website and can tailor your outreach based on their interests. Rather than sharing generic nurturing emails, you could share relevant communication based on an account's funnel stage or engagement. For instance, if your target account visits a competitor landing page like “Example.ai vs XYZ”, you could share case studies and explain how you are better than your competitors. 

💡Find out How Plotline booked 10% more sales meetings with Factors.ai

2. Add them to a sales nurture sequence and retargeting audience list on LinkedIn: When you know which ads your target account clicks on, you can retarget them via LinkedIn ads. Plus, with Zoominfo or Apollo integration, you can identify contacts and add them to your nurture sequence. If your target account clicks on a use-case-related ad (e.g., personalized employee onboarding), you can send them emails that give more information about the feature. 

3. Easier MQL to SQL conversion: You can improve MQL to SQL conversion by sharing content relevant through the search ad they clicked. For example, if they came in through the keyword “employee onboarding software,” you can send case studies and social proof on how your tool helps recruiters meet their KPIs.

4. Identify churn risk and upsell opportunities: If your customers are exploring competitors, you can immediately take action and find ways to reduce churn.

5. Better Revenue Attribution: Once you know the impact of Google ads on revenue generation, you can analyze whether to increase your ad investment or focus on a different channel. You can create similar campaigns if competitor-related keywords are getting you more demo bookings. 

Start using Factors Today

You can’t master Google ads in a day, but when you invest in the right tool – you can undoubtedly justify your ad spend and improve your Google ads ROI in no time. Speak to our team today to learn more about how Factors can help you drive pipeline like never before.